We often hear that we live in an incredibly disconnected world. But it is vitally important that we make those connections, first and foremost, in our own communities. Collaborations with other experts and businesses help you cultivate lasting relationships that will ultimately bear fruit for your own store’s well-being—and for the good health of the people around you.

Fortunately, there are a multitude of ways to do that.

First, you can work close to home. Consider hosting store events often that focus on health conditions that can affect everyone, whether that’s weight, heart health, blood sugar or pain relief. Then, you can feature experts from other businesses that attract similar customers in your community, like veterinarians who offer integrative care, local farmers’ markets, gardening professionals and local authors that specialize in natural health.

Additionally, you can collaborate with podcasts (or create your own, if you have time), connect with local radio or TV stations, and be a guest speaker yourself on morning programs or community radio shows.

No matter what route you choose, and I hope you explore many options, there are great benefits to collaboration and connection that can help fulfill your store’s mission.

Host Events Often

Hosting events at your store can be one of the most valuable tools you have for generating interest, increasing the foot traffic, and forming meaningful relationships with people in your community. I’ve hosted store events for as few as five people, and as many as 500-plus people. It’s not always about the quantity of people but the quality of information, or service, you are providing to them.

You can host an event every year, every month or every other week—whatever works best for you and the businesses you collaborate with. Regardless of the frequency, store events don’t have to break the bank. While larger events can attract a high volume of people at one time, you want to keep people coming back and establish your store as part of the community at large. Offering smaller and more frequent events can help keep your store in the forefront of your customers’ minds.

Bringing in a trusted speaker can help establish a loyal following at your store, too. Inviting people that are known and beloved in your community is a form of free advertising in itself. Reach out to local chiropractors, nurses, integrative doctors and veterinarians, and listen to your customers’ recommendations. Let your customers help spread awareness for the event by having someone they identify and respect.

You can also encourage your staff members to present subjects close to their hearts. In my visits to other stores, I’ve been very impressed by the passion and knowledge of these presentations. I’ve also provided staff education prior to a speaking event, so the whole team feels more comfortable interacting with the customers after the event. If you have a guest speaker coming, invite them to arrive a little early to give your staff an overview first, and address questions that are likely to be asked. This allows your team to form connections and potential collaborations as well. Every positive relationship matters, and you never know how a specific topic skillfully presented can lead to further partnerships.

Of course, no matter what type of event you’re hosting, you want to provide your attendees with a setting that is the most conducive to learning—and delivering profits to your store. If a presentation is nutrient-focused, make sure your customers can find those same products after the event. If you hold an event at a larger venue, consider bringing relevant products that are available to purchase afterward or store coupons they can redeem as a special bonus just from attending. And consider that the venue itself may be a good collaboration—if the weather is suitable, consider a pavilion at a local botanical garden, for instance.

Cast a Wide Net: Podcasts, Local Radio and TV

Podcasts, YouTube videos, local radio programs and the full spectrum of traditional and new social media provide a vast range of opportunities to collaborate with others. Like never before, you have the ability to spread the word about natural health, and in doing so, share your expertise with your community.

If your market is big enough, it’s likely that you have a local morning TV show that you can offer to appear on as a local health expert. For example, starting an exercise regimen at the beginning of the year, or as spring approaches, are fairly common topics for those programs. You can offer your expertise on how people benefit from natural pain relief in order to keep their active resolutions going strong. Over time, you may build a relationship with a local TV or radio station to the point where a regular guest can host your own show.

If you’re interested in starting your own podcast, consider teaming up with others in your community, like integrative veterinarians, physical therapists or other healthy lifestyle proponents, and start producing some shows that offer real-world advice and how-to tips that help people achieve their health goals. These shows can be accessed repeatedly, so sticking to evergreen topics may be the best way to keep the content relevant and shareable. Additionally, podcasts and other forms of social media allow you to connect with other experts nationwide. It’s worth it to reach out to those who are well-known and see if they’re interested in co-hosting a podcast with you sometime. You never know—it may lead to further collaborations and even more business for your store!

Connect With Like-minded Businesses and Causes

In most communities, there are many businesses with overlapping customer bases and local fundraising charities familiar to your shoppers that would be more than happy to have your partnership. Linking up with them is an excellent way to express gratitude and care for your town and to get the word out about your store. Consider partnering with local bicycle shops, yoga studios, fitness centers and animal shelters. Sponsor charity events, host food trucks or a mini farmer’s market at your store or set up a booth at the local farmer’s market to increase visibility and create a community gathering space. Continue participating in these activities to build a positive community identity for your store and attract more customers, while also connecting with others in your town.

Promote Your Collaborations

Collaborations in themselves are great, but make sure that you get the word out there, whether it is a link to the podcast you guest-starred on just last week, or an upcoming fundraiser you’re sponsoring next month. Make the most of your email newsletters, social media posts and any other self-promotion to maximize visibility for your store. It’s one thing to collaborate with others in your community or field of work—but it’s important that everyone knows about it, too.

Teamwork Makes the Dream Work

You’ve probably heard the saying, “Teamwork makes the dream work.” I totally agree with this sentiment. Over the years, I have found that the more deeply you cultivate collaborations, the more satisfying your daily goals become. Whether you are appearing as a guest expert on local radio, joining a podcast with nationally known nutritionists or are simply greeting participants at a charity event, making connections is truly one of the great benefits of being part of this amazing mission.VR

A highly regarded leader in the natural products industry, Terry Lemerond is founder and president of EuroPharma, Inc. He also founded Enzymatic Therapy, Inc. and PhytoPharmica, Inc. and is currently co-owner of the Terry Naturally Health Food Stores in Green Bay & Suamico, WI, which recently won its eighth consecutive consumer choice award as “Best of the Bay.” With more than 50 years in the natural products industry, Lemerond has researched and developed more than 400 nutritional and botanical formulations that continue to be top-selling products in the market. Lemerond shares his wealth of experience and knowledge in health and nutrition through his educational programs, including a weekly radio show and newsletter, podcasts, webinars and personal speaking engagements. He is author of 13 books, including Seven Keys to Vibrant Health, Seven Keys to Unlimited Personal Achievement and 50+ Natural Health Secrets.